Presented by: Muhammad Tayyab ID # 111405

& Frequency in Advertisement

oReach

Media Planning
Media planning is the series of decisions involved in delivering promotional message to the prospective purchasers and/or users of the product or brand. Three basic concepts that are generally incorporated in the media planning process

Reach Frequency continuity

Reach

Reach is usually expressed as a percentage of total number of households in a prescribed area that have been exposed to the advertising message. Reach refers to the total number of households that will be exposed to the message through a particular media vehicle over a set period of time

Reach Cont..
The strategy of greater reach is desirable in following circumstances; When introducing the new use for the product in order to expand its market share. To improve the image of the company When a new product is introduced

Frequency
Frequency

refers to the number of times the receiver is exposed to the media vehicle

Refers to the number of exposures to the same message that each household supposedly receives.

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